ChatGPT can write a press release in just a few seconds. It can suggest headlines, draft a quote for the CEO, and tailor the text for a business publication.
The result can look convincing, even when the story is not strong enough.
ChatGPT is eager to tackle any task it is given. If you tell it that a company has launched a product, it will gladly come up with reasons why the launch is important. If you ask it to tailor the story for a specific media outlet, it will adjust its wording and highlight relevant details.
It is less reliable when it comes to judging what is newsworthy:
Why do the publication’s readers need to know this right now?
The Problem: More Content with the Same News Value
Cision’s 2026 State of the Media Report is based on responses from more than 1,800 journalists. The survey shows that 66 percent use material from PR professionals as inspiration for stories. PR therefore remains a valuable resource for newsrooms.
At the same time, journalists receive large volumes of material that neither fits their beat nor appeals to their readers. A review of Cision’s findings shows that 72 percent of journalists consider no more than a quarter of the PR pitches they receive to be relevant. 82 percent reject PR pitches when they are not relevant to the target audience or the journalist’s beat.
AI can exacerbate the problem. A 2025 Cision study found that 58 percent of journalists were concerned that AI would increase the volume of press material without improving its quality. 72 percent were concerned about factual errors in AI-generated press releases and pitches.
In other words, more well-written emails are landing in inboxes that are already full.
A product launch rarely makes the news in Denmark
ChatGPT has been trained on vast amounts of English-language content, much of it from the US. This may influence the news angles it suggests.
US media outlets more frequently feature product reviews, company profiles, and stories with a clear commercial element. Danish newsrooms typically maintain a clearer distinction between journalism and marketing.
A launch becomes interesting when it tells a bigger story:
- Does the company have data that indicates a new trend?
- Does the product solve a documented problem?
- Does the decision have implications for an industry or society?
- Can a customer or an independent expert confirm its significance?
- Is there a conflict, a surprise, or a clear connection to current events?
Without those kinds of elements, the story often comes across as a product endorsement. Media outlets already sell that space as advertising.
The Solution: Find the Story Before Writing the Copy
An experienced PR specialist will start by assessing the company’s actual situation and the editorial team’s needs.
This requires discussions with management, access to data, and knowledge of the market. Often, the strongest story lies somewhere other than in the original briefing.
The product itself may be less interesting than the problem customers use it to solve. A growth story can document a broader market trend. An international report can become relevant when it includes Danish statistics, local case studies, or a clear opinion from one of the company’s experts.
The job also involves rejecting ideas.
Sometimes the most valuable advice is to have the courage to say:
“This isn’t a news story yet.”
AI is a great tool in the right hands
We use AI ourselves for research, transcription, analysis, idea development, and linguistic editing. We also train models on our clients’ publicly available data, turning them into experts on each client’s business and industry.
Technology makes some aspects of the work faster. It also frees up time to focus more on interviews, story angles, documentation, and communication with journalists.
A professional PR consultant brings editorial judgement to the table:
Is the story compelling enough? What supporting evidence is missing? Which media outlet is best suited for the story? And should the company even be putting anything out there?
Relationships Still Matter Most in “Media Relations”
Good media relations are built when journalists find that the pitches are relevant, precise, and worth opening. A PR consultant must therefore also be able to filter out the client’s less-than-ideal ideas and protect the journalist’s inbox—which is already extremely overloaded—from unnecessary clutter.
Cision reports that 78 percent of journalists are willing to block PR professionals who spam them with irrelevant material. Low-quality, AI-generated “slop” therefore risk being blocked quickly.
At Kemp & Kjær, we are, of course, delighted that AI can handle more of the writing work.
We’re almost just as happy that it still needs help deciding what Danish journalists actually want to read.
ChatGPT rarely turns down a bad press release, but newsrooms do so every day.
If your press releases aren’t getting enough responses, or if you want to improve your hit rate, get in touch with us. We’ll help you identify the newsworthy angle before we start writing the press release.
Contact Mark Benfeldt Kjær
mark@kempkjaer.dk | +45 4142 3635
